Social Campaign for THC-Spiked Drink Cleverly Treads the Line on Paid Weed Ad Rules

Cann uses no logos or product shots, just mood-boosting ASMR for the eyes

The lack of branding means that Cann has been able to buy media on Instagram. Red Antler / Cann

A cannabis-infused drink called Cann may have created a new ad genre—ASMR for the eyes—with a social campaign that features helium balloons floating skyward, a guy being tickled with ostrich feathers and a woman running her hands through thick shag carpeting.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.